Earned & Owned: Maximizing Digital

Prometheus Integrated Campaign

“...by advancing the marketing story month-by-month—rather than simply carpet-bombing the audience with expensive TV spots in the final weeks—the creators doubled down on audience engagement.”

Steve WaxPartner,Ladies & Gentlemen and Cooke&Co.

For the release of the highly anticipated film Prometheus, 20th Century FOX and Ignition Interactive created an integrated campaign meticulously constructed to maximize conversation about the film through a drip-feed of content and experiences that played out over several months. The campaign took fans into the film’s narrative with online quests and simulations driven in part through the recruitment of influencers on LinkedIn. Conversely, the campaign took the film into the real world through efforts including a TED Talk by one of the characters, and faux product commercials on Mashable and Verizon FIOS. In all, the pervasive, trans-media experience helped drive Prometheus to its destination as one of the top box office grossers of 2012.

“The Prometheus Integrated Campaign stood out from other entertainment marketing campaigns because the team behind it created such a compelling experience adjacent to the film. For instance I really liked how the team blended the marketing into target-friendly franchises like TED talks. And timing played a part in the campaign: by advancing the marketing story month-by-month—rather than simply carpet-bombing the audience with expensive TV spots in the final weeks—the creators doubled down on audience engagement. Brilliant work!”